Use cases & programmatic ecosystem: How to cover all marketing objectives?Simalaya SA
Â
Programmatic Advertising allows Marketers to tailor messages covering several objectives such as brand awareness, customer acquisition, development or loyalty and retention. We can identify multiple use cases as well as different solutions and players on the market to implement them.
Every advertiser has its own Digital & Programmatic ecosystem: RTB, DMP, DSP, CRM, TMS, Analytics and so on...
Simalaya's conference at the Programmatique Expo 2015 provides key insights to understand this complex ecosystem.
Remodista RetailSource Paper - Sophisticated CRM StrategiesRemodista
Â
Customer relationship managementâthe name should speak for itself. Right? Well, companies all too often take this critical piece in the retail puzzle for granted, equating it to the technical components that support it and reducing it to a database of point-of-sale information. However, CRM is no longer just a back-office repository for client information; itâs assuming its place at the very center of the sales picture as consumer expectations evolve. Itâs the key to a comprehensive strategy of brand engagement, with the customer at its core.
In a B2B scenario, with longer lead times, higher value outcomes and complex decision making units, telemarketing can help build the depth of relationship and
level of trust needed to take a prospect through to a sale.
Both CDP and DMP provide great customer insights that can help marketers to target their audience more precisely with right offers and messages.
Even though CDP and DMP both have some common characteristics, besides that, they are a complement to each other.
Use cases & programmatic ecosystem: How to cover all marketing objectives?Simalaya SA
Â
Programmatic Advertising allows Marketers to tailor messages covering several objectives such as brand awareness, customer acquisition, development or loyalty and retention. We can identify multiple use cases as well as different solutions and players on the market to implement them.
Every advertiser has its own Digital & Programmatic ecosystem: RTB, DMP, DSP, CRM, TMS, Analytics and so on...
Simalaya's conference at the Programmatique Expo 2015 provides key insights to understand this complex ecosystem.
Remodista RetailSource Paper - Sophisticated CRM StrategiesRemodista
Â
Customer relationship managementâthe name should speak for itself. Right? Well, companies all too often take this critical piece in the retail puzzle for granted, equating it to the technical components that support it and reducing it to a database of point-of-sale information. However, CRM is no longer just a back-office repository for client information; itâs assuming its place at the very center of the sales picture as consumer expectations evolve. Itâs the key to a comprehensive strategy of brand engagement, with the customer at its core.
In a B2B scenario, with longer lead times, higher value outcomes and complex decision making units, telemarketing can help build the depth of relationship and
level of trust needed to take a prospect through to a sale.
Both CDP and DMP provide great customer insights that can help marketers to target their audience more precisely with right offers and messages.
Even though CDP and DMP both have some common characteristics, besides that, they are a complement to each other.
Your CRM for Customer Engagement- Marketing Pain KillerRavi Srinivasan
Â
Guide for customer engagement and communication that explains the sales funnel and the role of CRM in a marketing solution. This document is the effort of Group FiO to educate SMEs about what a CRM needs to do and how FiO CRM can fulfill their requirements.
CRM is customer relationship management and with benefits like strong support and sales department coming from a CRM is direly needed today.
Sage CRM for Marketing Plan, execute and measure your campaignsSage Middle East
Â
An invaluable tool for marketers, Sage CRM helps you to plan, execute, and measure the success of every marketing campaign. It becomes much easier to get the right messages to the right people at the right time, eliminating guesswork, and making the best use of your marketing resources.
Financial profiling, order information, purchase histories, special interests and demographics can all be used to create detailed profiles of customers and prospects for more highly targeted campaign planning.
The more highly targeted your campaigns are, the more successful they will be. Sage CRM makes it easier to deliver targeted campaigns by providing your marketing team with detailed information drawn from across your business. Whether using your own campaign lists or imported mail house lists, executing campaigns has never been easier.
http://me.sage.com/
This is a draft document to try and explain the concept of Social CRM, it's benefits and how it fits into the overall marketing discipline.
This is still a work in process so please feel free to contact me with suggestions!
CDP - 101 Everything you need to know about Customer Data PlatformsEddy Widerker
Â
There has been a lot of buzz around Customer Data Platforms (CDP) in the past months/years. This presentation gives you a great overview of what a CDP is, the similarities across different systems such as a DMP or CRM. As well as valuable questions that help you determine if your organization needs a Customer Data Platform.
At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/
How DMP Will Save Marketing - Myths, Truths and Best PracticesAnnalect Finland
Â
Annalect Finland's Managing Director Jussi Piri's presentation on DMPs, their role in Marketing, and how we at Annalect use them to reap fabulous results.
Digital display is a tricky business - even for marketers at some of the worldâs largest brands. Finding the right audience, setting up and running campaigns, targeting, analysing, reporting and optimising can be resource intensive and expensive.
The modern display landscape is a quagmire of systems, acronyms, metrics and more, but there is a way to advertise specifically to people you know and leverage the power of your CRM database. In the last few years, platforms including Google, Facebook and Twitter have made it possible for advertisers to target users by email address, giving a way to run controlled campaigns and deliver dramatically higher ROI by using your existing data. In this webinar, weâll look at how to do this.
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
Brochure selligent interactive marketing Alex Wang
Â
Selligent is a software solution for marketers. Its SIM (Selligent Interactive Marketing) system provides brands with the ability to truly conduct 1 on 1 marketing with their customers.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
The Retail Strategy and Planning Series is designed to provide retail executives with the tactical tips, insights, metrics and trend data needed to guide 2017 strategies. Retailers have more customer data than ever, but few are using it effectively. Tune in to How To Leverage Your Own Data To Amplify Your Brand and learn how to use Facebook and Google to drive repeat buyers. The Retail Strategy and Planning Series is designed to provide retail executives with the tactical tips, insights, metrics and trend data needed to guide 2017 strategies: http://ow.ly/mWuG3049vzu
How to Achieve Great Campaign Results by Correctly Leveraging Programmatic Te...PerformanceIN
Â
James Diba, Client Partner of The Programmatic Advisory will discuss some of the techniques brands and buyers can use to drive high-performing campaigns with programmatic technologies. He'll delve into how to leverage DMPs, DSPs and dynamic creative successfully to generate better returns on investment.
*****
As presented at PI LIVE 2018 - Europe's premier Performance Marketing Conference - https://performancein.live
1. Connect your CRM data. Donât just collect it and keep it in silos.
2. Invest more in mobile. Mobile targeting and ROI are looking better than ever.
3. Personalize. Itâs the big pay-off of all that data and analysis.
4. Measure, measure, measure. Know what works and double down.
5. Be up front about privacy. Consider the other side of targeting.
Your CRM for Customer Engagement- Marketing Pain KillerRavi Srinivasan
Â
Guide for customer engagement and communication that explains the sales funnel and the role of CRM in a marketing solution. This document is the effort of Group FiO to educate SMEs about what a CRM needs to do and how FiO CRM can fulfill their requirements.
CRM is customer relationship management and with benefits like strong support and sales department coming from a CRM is direly needed today.
Sage CRM for Marketing Plan, execute and measure your campaignsSage Middle East
Â
An invaluable tool for marketers, Sage CRM helps you to plan, execute, and measure the success of every marketing campaign. It becomes much easier to get the right messages to the right people at the right time, eliminating guesswork, and making the best use of your marketing resources.
Financial profiling, order information, purchase histories, special interests and demographics can all be used to create detailed profiles of customers and prospects for more highly targeted campaign planning.
The more highly targeted your campaigns are, the more successful they will be. Sage CRM makes it easier to deliver targeted campaigns by providing your marketing team with detailed information drawn from across your business. Whether using your own campaign lists or imported mail house lists, executing campaigns has never been easier.
http://me.sage.com/
This is a draft document to try and explain the concept of Social CRM, it's benefits and how it fits into the overall marketing discipline.
This is still a work in process so please feel free to contact me with suggestions!
CDP - 101 Everything you need to know about Customer Data PlatformsEddy Widerker
Â
There has been a lot of buzz around Customer Data Platforms (CDP) in the past months/years. This presentation gives you a great overview of what a CDP is, the similarities across different systems such as a DMP or CRM. As well as valuable questions that help you determine if your organization needs a Customer Data Platform.
At the same time, if you find yourself being a bit overwhelmed with all of the 1st 2nd or 3rd party data targeting options from, I'd highly recommend using a service like ClearSegment to understand various data providers - it's data collection methodologies as well as their individual segments. https://clearsegment.com/
How DMP Will Save Marketing - Myths, Truths and Best PracticesAnnalect Finland
Â
Annalect Finland's Managing Director Jussi Piri's presentation on DMPs, their role in Marketing, and how we at Annalect use them to reap fabulous results.
Digital display is a tricky business - even for marketers at some of the worldâs largest brands. Finding the right audience, setting up and running campaigns, targeting, analysing, reporting and optimising can be resource intensive and expensive.
The modern display landscape is a quagmire of systems, acronyms, metrics and more, but there is a way to advertise specifically to people you know and leverage the power of your CRM database. In the last few years, platforms including Google, Facebook and Twitter have made it possible for advertisers to target users by email address, giving a way to run controlled campaigns and deliver dramatically higher ROI by using your existing data. In this webinar, weâll look at how to do this.
The Internet has given rise to a new dynamic where the buyer is in control. As a result, marketing teams need access to new skillsets. Get some clarity on what these are.
Brochure selligent interactive marketing Alex Wang
Â
Selligent is a software solution for marketers. Its SIM (Selligent Interactive Marketing) system provides brands with the ability to truly conduct 1 on 1 marketing with their customers.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
The Retail Strategy and Planning Series is designed to provide retail executives with the tactical tips, insights, metrics and trend data needed to guide 2017 strategies. Retailers have more customer data than ever, but few are using it effectively. Tune in to How To Leverage Your Own Data To Amplify Your Brand and learn how to use Facebook and Google to drive repeat buyers. The Retail Strategy and Planning Series is designed to provide retail executives with the tactical tips, insights, metrics and trend data needed to guide 2017 strategies: http://ow.ly/mWuG3049vzu
How to Achieve Great Campaign Results by Correctly Leveraging Programmatic Te...PerformanceIN
Â
James Diba, Client Partner of The Programmatic Advisory will discuss some of the techniques brands and buyers can use to drive high-performing campaigns with programmatic technologies. He'll delve into how to leverage DMPs, DSPs and dynamic creative successfully to generate better returns on investment.
*****
As presented at PI LIVE 2018 - Europe's premier Performance Marketing Conference - https://performancein.live
1. Connect your CRM data. Donât just collect it and keep it in silos.
2. Invest more in mobile. Mobile targeting and ROI are looking better than ever.
3. Personalize. Itâs the big pay-off of all that data and analysis.
4. Measure, measure, measure. Know what works and double down.
5. Be up front about privacy. Consider the other side of targeting.
eMarketer Webinar: Data Management PlatformsâUsing Big Data to Power Marketin...eMarketer
Â
Join eMarketer for a discussion on how Data Management Platforms (DMPs) are enabling marketers to use their big data to make smarter and more efficient marketing decisions.
How to use your CRM for upselling and cross-sellingRedspire Ltd
Â
In order to really boost your business you need to be upselling and cross-selling to the customers who you know can best increase your margins.
While CRM is a great toolbox for the complete sales cycle - cold prospect to red-hot lead - Customer Relationship Management needs to be looked at from another perspective: cross-selling and up-selling. In todayâs market, concentrating on the customers who know you best can increase turnover and margins faster than any headline-grabbing push into new sales territories.
10 Customer Data Platform use cases that can drive business growth.pdfAmruta Relekar
Â
đ Unlocking Business Growth with Customer Data Platform: Discover 10 dynamic use cases that leverage the power of data to fuel your success!
From refining target audiences to optimizing customer journey, these strategies can propel your business forward.
Explore the full blog here: https://www.webmaxy.co/blog/egrowth/customer-data-platform-use-cases/
Get access to all your customer data and interactions in one place. Take a WebMaxy eGrowth trial now! https://www.webmaxy.co/egrowth/
#customerdataplatformusecases #cdpusecases #customerdataplatformusecase
Similar to Dmp evaluation for a client in the travel industry - a case study - Marco De Cesaris (20)
This presentation is an independent work completely carried out by Marco De Cesaris, and has the objective of showing the approach used in order to address the main points highlighted in the title and in the below brief.
Insights, conclusions, recommendations, thoughts included in this work are all based on publicly available information.
The data and info used within this presentation are either illustrative, based on personal direct experience, or coming from publicly available sources.
Feel free to get in touch for any doubts, requests you may have or clarifications you need.
Comparing âGame of Songsâ with âpotentialâ competitors.
Some recommendation for improving its weaknesses.
How to differentiate the game from its competitors
Identifying customer digital needs and new business areas for an automotive b...Marco De Cesaris
Â
The premium car market in China is changing rapidly.
At the same time the customer structure will change too.
Until 2025 50% of all premium car buyers will be born after 1990 and therefore highly digitalized with a progressive and innovative way of life.
OEMs are re-designing their approach to address customers and are re-shaping the ways to sell products and services.
So two central areas need to be tackled:
Finding most effective ways to understand customer digital needs.
Identifying new business areas and/or re-shape traditional ones, to ensure OEMs success and generate profit growth.
What are the digital touch points alongside the customer journey? Identify those, which in your opinion could be most relevant for profit streaming.
How will you go about generating an outside-in customer perspective on OEMâs digital appearance?
What information will you need and what is going to be a realistic timeline to develop this analysis and derive an action plan for an OEM?
FIAT Case Study - Web Analytics And Media Data Analysis In The Automotive Ind...Marco De Cesaris
Â
Web analytics and data analysis are becoming far more important to business. These tools
and analysis allow you to judge on the performance of the business and at the same time
can help in forecasting. If well integrated web analytics and data analysis can provide
good recommendations and insights for the decision makers, and can also allow
immediate changes on the website (adding, removing, editing pages and/or content), and
again can help in improving media planning (and ad spend), and these kind of analysis
definitely help in the process of business optimization.
This is a practical empirical research rather than a theory based research. All the work is
based on real data from a blue chip company in the automotive Industry: FIAT UK.
Dissertation submitted in partial fulfilment for the degree of
MA in Electronic Communication and Publishing,
School of Library, Archive and Information Studies,
University College London.
Don't Just Gamble: Data Driven Strategy For The Launch Of 2 New Global Analyt...Marco De Cesaris
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Price Strategy and Analytics Strategy studies for the launch of 2 new analytics products.
Real case study made anonymous (upon written approval of the company involved).
China: Data Driven User Engagement and AcquisitionMarco De Cesaris
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Leveraging Data and Technologies for Marketing and Advertising in order to create opportunities in Optimization, Segmentation, Targeting, CRM, Users Profiling.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
The digital marketing industry is changing faster than ever and those who donât adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Â
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitorâs experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
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In this session, Demandbaseâs Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumersâ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumersâ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
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Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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In todayâs era of AI, personalization is more than just a trendâitâs a fundamental strategy that unlocks numerous opportunities.
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2ī¸âŖ Instagramâs new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
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Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
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Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
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2. OBJECTIVES OF THIS PRESENTATION.
This presentation has the objective to simply show the approach used in order to address the main points
highlighted in the brief (see Chapter 01 - Introduction).
The data used within this presentation are either illustrative or coming from secondary research.
It is obvious that for a real case, we will address the key points in a much deeper way (indications are
provided at the end of Chapter 4).
For any additional questions, feel free to get in touch through my LinkedIn profile at
https://www.linkedin.com/in/marcodecesaris
Best regards,
Marco De Cesaris
DMP | Marco De Cesaris Page 2
3. SUMMARY.
ī 01 â INTRODUCTION
ī 02 â HOW A DMP CAN HELP OUR CLIENT
ī 03 â DMP, INSIGHTS, AND MEDIA ACTIVITY
ī 04 â SELECTING A DMP VENDOR
ī 05 - BACKUP
DMP | Marco De Cesaris Page 3
5. OUR CLIENT IS IN THE TRAVEL INDUSTRY.
HOTEL, AIRLINE, ACCOMMODATION, AGGREGATOR, ETC.
6. SHOULD OUR CLIENT USE A DMP?
GOALS: INCREASE EFFICIENCY AND EFFECTIVENESS.
7. OUR CLIENT HAS 1ST PARTY DATA, AND USES CRM TECHNIQUES.
CAMPAIGNS ARE BOTH ONLINE AND OFFLINE.
DMP | Marco De Cesaris Page 7
8. 02
HOW A DMP CAN HELP OUR CLIENT
DMP | Marco De Cesaris Page 8
9. A DMP CONSOLIDATES 1ST, 2ND, 3RD PARTY DATA.
OUTPUT
DMP | Marco De Cesaris Page 9
10. TO MAKE IT A BIT MORE COMPLICATED.
DMP | Marco De Cesaris Page 10
11. OUTPUT AND BENEFITS OF A DMP.
ī Unlocks the power of oneâs 1st party data;
ī Generates unique audience insights;
ī Creates efficiency;
ī Allows user identity;
ī Deep level of segmentation;
ī Look-a-like modeling / New users acquisition;
ī Audience targeting and re-targeting;
ī Analytics
ī Campaign optimization;
ī Content customization/personalization;
ī Cross device targeting;
ī Cross channel management;
ī The end consumer has a consistent and repeatable
experience across the different marketing channels
DMP | Marco De Cesaris Page 11
12. CLIENT HAS 1ST PARTY DATA, AND USES CRM TECHNIQUES.
CAMPAIGNS ARE BOTH ONLINE AND OFFLINE.
DMP | Marco De Cesaris Page 12
13. IT IS OBVIOUS THAT THERE IS A MATCH
DMP | Marco De Cesaris Page 13
14. SOME DMP VENDORS CREATED A CHECK-LIST.
ANSWER YES TO AT LEAST 3 QUESTIONS AND YOU NEED A DMP.
ī Do you manage multiple online campaigns across different ad networks, exchanges, and publishers?
ī Would you like to have control over your data assets, maximize segmentation, prevent leakage and
monitor partnersâ usage?
ī Do you currently run retargeting? Would you like to enhance your scalability, niche-targeting and
messaging capabilities
ī Do you want to better target campaigns to improve response rates, conversion, and brand recognition?
ī Do you buy media placements, third-party audience data or bid on ad exchanges on a regular basis?
ī Do you want to control advertising costs and improve overall ROI?
DMP | Marco De Cesaris Page 14
16. HOW INSIGHTS FROM A DMP COULD HELP THE MEDIA ACTIVITY.
KEY HIGHLIGHTS.
ī 1st party data would be massively enhanced by 3rd party data sources allowing us to know much more and
much better our customers;
ī based on this we could create lookalike models and identify similar users hence new users acquisition;
ī customize the message according to media and/or audience segment that we identify through the DMP;
ī create advanced high precision targeting / re-targeting based on specific rules;
ī insights from DPM will allow to optimize campaigns/media activity also according to the mix
channel/audience/message;
ī what channels is our audience most likely to be on, and what channels is most likely to convert in;
ī these granular details go as far as determining whether an email is opened on a mobile, whether that
person is also likely to transact via a mobile, and if theyâre most likely to do that within 10 days of the
event: this will also help with the definition/update of different customer journeys.
DMP | Marco De Cesaris Page 16
17. EXAMPLE:
CUSTOMER JOURNEY TO CAR BUY.
DMP | Marco De Cesaris Page 17
DISCOVERY
RESEARCH
ENGAGEMENT
EXPERIENCE
PURCHASE
ADVOCACY
18. EXAMPLE:
GET TO KNOW YOUR CUSTOMER AND ENGAGE WITH HIM/HER.
DMP | Marco De Cesaris Page 18
Car purchased
Drive to Manchester
Travels
Sharing
Comments/Feedback
Events invitations
Newsletter
Maintenance reminders
Wedding
New born twins
2017 2018 2019 2020 2021
22. BUSINESS EVALUATION.
COST-BENEFIT ANALYSIS.
Some of the costs involved:
ī cost of DMP setup
ī cost of maintenance
ī cost of running operations
ī cost of media buy (effective ad spend budget)
Some estimates needed for the evaluation:
ī estimated improvement in ROI
ī evaluation
NOW:
Budget: 1Mio GBP/Annum
Effective ad spend budget: 800K GBP
ROI: 2X -> 1.6 Mio GBP/Annum
WITH DMP:
Budget: 1Mio GBP/Annum
Effective ad spend budget: 400K GBP
ROI: 3X -> 1.2 Mio GBP/Annum
If Budget increases, it could provide a much better
ROI, but will it be scalable? Enough audience?
DMP | Marco De Cesaris Page 22
25. SELECTING A DMP VENDOR IS STILL VERY CHALLENGING.
MANY VENDORS CAN MEET OUR CLIENTâS OBJECTIVES.
DMP | Marco De Cesaris Page 25
26. HOW DO WE IDENTIFY THE MOST SUITABLE DMP VENDOR FOR
OUR CLIENT?
27. GARTNER â17: MAGIC QUADRANT FOR DIGITAL MARKETING HUBS.
G2CROWD.COM â15/â16.
DMP | Marco De Cesaris
Source: g2crowd.com
Page 27
28. TOP 4 OR 5 VENDORS ARE ALWAYS THE SAME.
WE NEED TO MATCH THE VENDOR TO OUR CLIENT.
ī Also Forrester Wave 2015 identifies Adobe, Krux
(salesforce), and Oracle in the top 4 DMP vendors.
ī Forrester Wave 2014 also identifies these 3
vendors in the top 3 positions.
ī This means consistency and reliability.
ī This evaluation is carried out by industry experts,
so it should be reliable.
ī There is also consistency with other resources.
DMP | Marco De Cesaris
B2B B2C
personalization,AInewuseracquisition
andbetterprofiling
ORACLE
ADOBE
SALES
FORCE
MARKETO
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29. BASED ON THE INFORMATION AVAILABLE AT THIS POINT:
ORACLE IS A GOOD SOLUTION (SEE ALSO BACKUP SLIDES).
WHAT IS GOOD
ī It focuses on B2C, it has completeness of vision, it has great ability to execute, it has a high market
presence.
ī Following an aggressive acquisition strategy, Oracleâs marketing cloud demonstrated strength in most of
the critical capabilities and distinguished itself in capabilities for identifying and targeting anonymous
audiences and using behavioural, transactional and offline data to enrich customer and audience profiles
(Gartners 2017).
ī Access to a lot of data sets. Integrations exist with many other platforms (G2crowd user review).
ī Not only does Datalogix have the most expansive set of predetermined purchase based targeting
segments in the market, they are willing to create custom segments to fit your clients' needs. Their support
staff is attentive and they are willing to negotiate (G2crowd user review).
WHAT IS BAD
ī The user interface. It is very bad, does not make navigating around easy. Going from one audience to
another and searching audiences is more of a process than it should be. Also, the formulas for creating
audiences does not allow for much besides the simple AND / OR (G2crowd user review). Support.
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30. BUT WHAT IF I WAS OFFICIALLY ASSIGNED THIS TASK?
31. ONE-OFF INDEPENDENT ANALYSIS OF THE KEY DMP VENDORS.
DETAILED QUESTIONS AND FACE TO FACE DISCUSSIONS.
ī How much of the raw data can the DMP capture?
ī How quickly can you access this data?
ī How and for how long this DMP stores data?
ī What is the match rate (CRM, OFFLINE, ONLINE)?
ī How it stores persistent USER ID to insure better
matches over time?
ī How it works with each vendor?
ī How offline audience maps to digital audience
(enabling true attribution and media mix models)?
ī How do you map devices to people?
ī How do you deliver deterministic matches?
ī How do you reconcile ID without seeing a user
logging in across devices?
ī Ratio of probabilistic/deterministic matches?
ī How do you store data?
ī Policy control to share data with trusted partners?
ī How can this DMP help me activate data in different
places where different rules about PII and data
collection and storage apply?
ī How independent is data?
ī Is this DMP provider also in the business of selling
media/data?
ī What if I want my data back?
ī What do I want to accomplish with my data? learn
about my audience, pixel and retarget my existing
customers, lookalike modeling?
ī How is local support?
ī How long does it take to set it up and have it up and
running?
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32. QUESTIONSâ LIST FOR DMP EVALUATION.
ī Can your DMP aggregate and organize my 1st party
data from any sources? (online, offline, CRM,
mobile, TV, etc.)
ī Can I build complex audience/segments?
ī Can I layer 3rd party data to scale an audience?
ī Can the DMP forecast available uniques and
opportunities by the audience selected?
ī What analytics your DMP offer?
ī Can I index my audience vs. 1st and 3rd party data
sources to learn more about who they are and how
to engage with them most effectively?
ī Can I quickly and easily build customized re-
targeting campaigns based on specific activities and
behaviors my consumer has taken online or offline,
on any devices?
ī Can I purchase 3rd party data audience for higher
precision and scale?
ī Can I do it directly in the platform?
ī How many data partners does your DMP has? What
reach do you have by country/vertical?
ī Ratio of desktop/mobile ID profiles?
ī What kind of manual/automatic optimisation are
available in your DMP?
ī How easy is to make my campaigns perform better
using the tools offered by your DMP?
ī How can your DMP identify audiences with the
highest likelihood of engaging with my campaigns or
purchasing my products while minimizing my
campaign spend?
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33. QUESTIONSâ LIST FOR DMP EVALUATION.
ī Can I see which DSPs and media channels perform
best?
ī Can I use audience insights linked with my CRM to
offer customized content for different consumers
when they visit my website?
ī Can I do real cross-device campaigns inside the
DMP?
ī Does your DMP has its own 3rd party data network
on which to extend the capabilities of the cross
device engine?
ī Does your DMP offer access to 2nd party data inside
the platform?
ī Are 2nd party data companies already there in the
DMP or do I need to find them by myself?
ī Can I use the DMP to create my own private data
market place?
ī Do you as a DMP vendor listen to your customer
requests?
ī Can your DMP work with all the data collection
partners I currently use, including my web analytics
solution, ad server, email solution provider, e-store
platform, and mobile app attribution platform?
ī How does your DMP unify and standardize all of the
different datasets into anonymized profiles?
ī What partners are you leveraging for device
matching and how accurate is the matching?
ī Does the platform allow for data to be transformed
and exported to external platforms, including as
audiences?
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34. QUESTIONSâ LIST FOR DMP EVALUATION.
ī What kind of packaged analytics does your platform
offer?
ī Does the platform enable custom analytics so that
additional types of analysis beyond the out of the
box methods can be quickly and efficiently
conducted?
ī Can the platform automate the process of
connecting audiences and profiles to my marketing
platforms and partners of choice , or does it require
manual integration?
ī Can the platform ingest actions an export data in
real time to drive individualized marketing
experiences?
ī Does the platform offer custom analytics services to
support my internal marketing and analytics team?
ī Do you provide offer enterprise grade service and
support during both implementation and on an
ongoing basis?
ī Please list all the partners you work with (Media,
Data Providers, Publishers, Ad Exchanges, Ad
Networks, Vendors, Tech, DSPs, Privacy Partners,
Analytics Providers, Website Optimizers, Offline
Onboarders, Data Modelers, Paid Search Partners,
Classification Partners, Creative Optimizers, etc.)
and split them between:
âĸ a) already integrated and immediately usable from
day one;
âĸ b) possible to integrate with but it needs to be
integrated as an additional step.
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38. ORACLE.
INTEGRATED PARTNERS.
The partners listed in the coming slides are pre-
integrated with the Oracle DMP (formerly BlueKai).
This allows:
- access to the most up-to-date data;
- minimal audience ramp up time;
- and maximum audience overlap for campaign
scale.
Oracle DMP clients have access to:
ī DSPs
ī Privacy Partners
ī Ad Networks
ī Analytics Providers
ī Website Optimizers
ī Offline Onboarders
ī Data Modelers
ī Paid Search Partners
ī Classification Partners
ī Creative Optimizers
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49. ORACLE.
SOME OF THE STRATEGIC MOST RECENT ACQUISITIONS.
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50. GARTNERâS MAGIC QUADRANT FOR DIGITAL MARKETING HUBS.
DMP COMPARISON.
âIt sets the pace for a majority of advanced marketing capabilities, and its cost and complexity reflect this.
Consider Adobe if you are a midsize-to-large enterprise with a moderate-to-high level of operational and
analytics marketing maturity looking to compete on quality of customer experience and personalisation,â the
analysts write.
Following an aggressive acquisition strategy, Oracleâs marketing cloud demonstrated strength in most of the
critical capabilities and distinguished itself in capabilities for identifying and targeting anonymous audiences
and using behavioural, transactional and offline data to enrich customer and audience profiles.
âOracleâs digital marketing hub capabilities are best-suited to large enterprises, particularly those with an
existing strategic relationship with Oracle,â Gartner writes.
The acquisition of DMP Krux and the roll out of its artificial intelligence features, known as Einstein, has
bolstered the capabilities of Salesforce Marketing Cloud.
âAlthough Salesforce is best-known as a B2B-focused company, B2C enterprises should consider
Salesforce Marketing Cloud for its scalable, full-customer life cycle approach, and its new incorporation of
data management and AI into a cloud designed to unite ad operations with direct marketing,â Gartner writes.
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51. GARTNERâS MAGIC QUADRANT FOR DIGITAL MARKETING HUBS.
DMP COMPARISON.
Once a challenger brand, Marketo has moved into the leadersâ quadrant.
Marketoâs ability to bring data-driven marketing tactics to its core audience of midsize to large B2B and B2C
marketers at scale distinguishes it in the hub field. âMarketo is best-suited for midsize and large companies,
particularly those with an emphasis on B2B or considered-purchase B2C use cases.â
Source: Gartnerâs Magic Quadrant for digital marketing hubs / February 2017
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